1. UNIVERSUM STUDENT SURVEY 2012 University Report Finnish Edition Aalto University School of Economics WWW.UNIVERSUMGLOBAL.COM Business/Commerce

2. © Universum Communications 2 UNIVERSUM IN THE WORLD ANNUAL RESEARCH CONSULTING PROJECTS

3. 3 Universum is an international organisation, with its headquarters in Stockholm, Sweden and operates in the field of employer branding and talent research. Our purpose is to improve the communications between students, career services and employers. We believe that career choice is one of the most important decisions in a student’s life. We therefore want to provide students with information and support career services in their role. We also believe that companies need to under- stand student expectations, to adjust their offering and working environment to attract potential candidates and meet their resourcing needs. ABOUT US Our role is threefold: 1) we provide students with information on companies, 2) support career services in their role and 3) help companies to develop their employer value.

4. 2. UNIVERSITY EXPERIENCE 3. STUDENTS’ CAREER & COMMUNICATION PREFERENCES 4. EMPLOYER RANKINGS 5. STUDENTS’ EMPLOYER PREFERENCES METHODOLOGY & KEY FINDINGS 1.

5. © Universum Communications METHODOLOGY & TARGET GROUPS 5 METHODOLOGY & KEY FINDINGS Base of the group Number of respondents Group 1 Group 2 Aalto University School of Economics Total 230 2 029 THE QUESTIONNAIRE Created with 24 years of experience, extensive research within HR, focus groups and communication with both our clients and students. Global perspective - local insight. Comprised of closed-ended questions with an extensive list of alternatives and an ‘Other’ option. DATA COLLECTION Conducted via an on-line survey. The online link was distributed primarily via university contacts (career centers and the educational institutions). WEIGHTING: In our data collection we set targets by main field of study and educational institution. In order to provide our clients with reliable data in each market and to get the questions distributions as close as possible to the actual population distribution, we use weighting based on population frequencies of the target groups. FIELD PERIOD: October 2011 to March 2012 NO. OF EDUCATIONAL INSTITUTIONS INCLUDED : 39 Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

6. © Universum Communications 6 KEY FINDINGS AALTO UNIVERSITY SCHOOL OF ECONOMICS METHODOLOGY & KEY FINDINGS 61% women and 39% men Average age: 23,8 years Average perceived academic performance: 7,7 (of 10) Average expected monthly salary: 3 267 EUR Top career goals : To have work/life balance To have an international career To be competitively or intellectually challenged Top actual communication channels : Employer websites Career Fairs Job boards Most preferred industries : Business Services and Operational Consulting Banks Strategy Consulting Top university experience : Access to and quality of service facilities (e.g. libraries, computers) Living costs and boarding/accommodation The quality of the education Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

7. © Universum Communications 7 KEY FINDINGS TOTAL METHODOLOGY & KEY FINDINGS 63% women and 37% men Average age: 24,9 years Average perceived academic performance: 7,3 (of 10) Average expected monthly salary: 2 900 EUR Most preferred industries : Media and advertisement Business Services and Operational Consulting Banks Top career goals : To have work/life balance To be competitively or intellectually challenged To be secure or stable in my job Top actual communication channels : Employer websites Job boards TV advertisements Top university experience : Living costs and boarding/accommodation Access to and quality of service facilities (e.g. libraries, computers) The university's contacts with the business community Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

8. ?? SURVEY QUESTIONS © Universum Communications 8 AGE & GENDER METHODOLOGY & KEY FINDINGS AVERAGE AGEGENDER What is your year of birth? What is your gender 23,8 years 24,9 years Aalto University School of Economics Total Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

9. ?? SURVEY QUESTION © Universum Communications 9 NATIONALITY METHODOLOGY & KEY FINDINGS What is your nationality? Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

10. ?? SURVEY QUESTION © Universum Communications 10 DEGREE METHODOLOGY & KEY FINDINGS What is the highest academic degree you are currently pursuing? Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

11. ?? SURVEY QUESTION © Universum Communications 11 ACADEMIC PERFORMANCE METHODOLOGY & KEY FINDINGS Please grade your academic results on a scale from 1 to 10, where 10 represents "excellent results", 5 stands for "Average". 7,7 7,3 Total Aalto University School of Economics AVERAGE Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

12. ?? SURVEY QUESTION © Universum Communications Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics 12 AREA OF STUDY BUSINESS (1/2) METHODOLOGY & KEY FINDINGS What is your major(s)/main area(s) of study?

13. ?? SURVEY QUESTION © Universum Communications Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics 13 AREA OF STUDY BUSINESS (2/2) METHODOLOGY & KEY FINDINGS What is your major(s)/main area(s) of study?

14. ?? SURVEY QUESTION © Universum Communications Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics EDUCATIONAL INSTITUTIONS TOTAL (1/1) 14 METHODOLOGY & KEY FINDINGS Which educational institution do you attend? PLEASE NOTE: This is the distribution after the results have been weighted, reflecting the true population at these educational institutions !

15. 3. STUDENTS’ CAREER & COMMUNICATION PREFERENCES 4. EMPLOYER RANKINGS 5. STUDENTS’ EMPLOYER PREFERENCES 1. METHODOLOGY & KEY FINDINGS UNIVERSITY EXPERIENCE 2.

16. ?? SURVEY QUESTION © Universum Communications 16 SATISFACTION UNIVERSITY EXPERIENCE CHOICE OF COURSES/MODULES How satisfied or dissatisfied are you with your study environment regarding the following factors? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) LECTURERS/TUTORS Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

17. ?? SURVEY QUESTION © Universum Communications 17 SATISFACTION UNIVERSITY EXPERIENCE How satisfied or dissatisfied are you with your study environment regarding the following factors? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) UNIVERSITY’S CONTACTS WITH THE BUSINESS COMMUNITY REPUTATION OF THE UNIVERSITY Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

18. ?? SURVEY QUESTION © Universum Communications 18 SATISFACTION UNIVERSITY EXPERIENCE How satisfied or dissatisfied are you with your study environment regarding the following factors? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) POSSIBILITY TO STUDY ABROADQUALITY OF THE EDUCATION Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

19. ?? SURVEY QUESTION © Universum Communications 19 SATISFACTION UNIVERSITY EXPERIENCE How satisfied or dissatisfied are you with your study environment regarding the following factors? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) LIVING COSTS AND BOARDING/ACCOMODATION ACCESS TO AND QUALITY OF SERVICE FACILITIES Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

20. ?? SURVEY QUESTION © Universum Communications 20 SATISFACTION UNIVERSITY EXPERIENCE How satisfied or dissatisfied are you with your study environment regarding the following factors? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) PRACTICAL ELEMENTS OF MY COURSE RATIO OF STUDENTS PER LECTURER/TUTOR Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

21. ?? SURVEY QUESTION © Universum Communications 21 SATISFACTION AALTO UNIVERSITY SCHOOL OF ECONOMICS VS. TOTAL UNIVERSITY EXPERIENCE How satisfied or dissatisfied are you with your study environment regarding the following factors? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

22. ?? SURVEY QUESTION © Universum Communications 22 IMPORTANT ASPECTS AALTO UNIVERSITY SCHOOL OF ECONOMICS VS. TOTAL UNIVERSITY EXPERIENCE Which of these aspects do you regard as the most important? Please select a maximum of three alternatives Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

23. ?? SURVEY QUESTION © Universum Communications 23 OVERALL SATISFACTION UNIVERSITY EXPERIENCE How satisfied or dissatisfied are you with your study environment regarding the following factors? (5 = Very satisfied, 4 = Satisfied, 3 = Neutral, 2 = Dissatisfied and 1 = Very dissatisfied) Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

24. ?? SURVEY QUESTION © Universum Communications 24 CAREER RELATED SERVICES OFFERED BY UNIVERSITY AALTO UNIVERSITY SCHOOL OF ECONOMICS UNIVERSITY EXPERIENCE Are you aware of/ do you use the following career related services offered by your university? Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

25. ?? SURVEY QUESTION © Universum Communications 25 CAREER RELATED SERVICES OFFERED BY UNIVERSITY TOTAL UNIVERSITY EXPERIENCE Are you aware of/ do you use the following career related services offered by your university? Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

26. ?? SURVEY QUESTION © Universum Communications 26 ASPECTS OF UNIVERSITY CHOICE UNIVERSITY EXPERIENCE Which of the following aspects had an influence on the choice of your university? Please select a maximum of three alternatives Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

27. 4. EMPLOYER RANKINGS 5. STUDENTS’ EMPLOYER PREFERENCES 1. METHODOLOGY & KEY FINDINGS 2. UNIVERSITY EXPERIENCE STUDENTS’ CAREER & COMMUNICATION PREFERENCES STUDENTS’ CAREER & COMMUNICATION PREFERENCES 3.

28. ?? SURVEY QUESTION © Universum Communications 28 MOST PREFERRED INDUSTRIES STUDENTS’ CAREER & COMMUNICATION PREFERENCES In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

29. ?? SURVEY QUESTION © Universum Communications 29 PREFERRED SIZE OF EMPLOYER STUDENTS’ CAREER & COMMUNICATION PREFERENCES What size of employer would you prefer working for when choosing your first employment? Please select only one alternative Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

30. ?? SURVEY QUESTION © Universum Communications 30 CAREER GOALS AALTO UNIVERSITY SCHOOL OF ECONOMICS VS. TOTAL STUDENTS’ CAREER & COMMUNICATION PREFERENCES Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

31. ?? SURVEY QUESTION © Universum Communications 31 CAREER GOALS THIS YEAR VS. LAST YEAR AALTO UNIVERSITY SCHOOL OF ECONOMICS STUDENTS’ CAREER & COMMUNICATION PREFERENCES Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

32. ?? SURVEY QUESTION © Universum Communications 32 CAREER GOALS THIS YEAR VS. LAST YEAR TOTAL STUDENTS’ CAREER & COMMUNICATION PREFERENCES Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

33. ?? SURVEY QUESTION © Universum Communications 33 EXPECTED MONTHLY SALARY STUDENTS’ CAREER & COMMUNICATION PREFERENCES What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? 3 267 EUR 2 900 Total Aalto University School of Economics EUR Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

34. ?? SURVEY QUESTION © Universum Communications 34 ACTUAL COMMUNICATION CHANNELS TOP 10 STUDENTS’ CAREER & COMMUNICATION PREFERENCES Through which channels have you learnt about these employers? Please select as many alternatives as applicable Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

35. 5. STUDENTS’ EMPLOYER PREFERENCES 1. METHODOLOGY & KEY FINDINGS 2. UNIVERSITY EXPERIENCE 3. STUDENTS’ CAREER & COMMUNICATION PREFERENCES EMPLOYER RANKINGS 4.

36. ?? SURVEY QUESTION © Universum Communications 36 CONSIDERED EMPLOYER RANKING AALTO UNIVERSITY SCHOOL OF ECONOMICS TOP 30 EMPLOYER RANKINGS Below is a list of employers. Which of these employers would you consider working for? Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

37. ?? SURVEY QUESTION © Universum Communications 37 IDEAL EMPLOYER RANKING AALTO UNIVERSITY SCHOOL OF ECONOMICS TOP 20 EMPLOYER RANKINGS Please select five employers from the list below for which you would most like to work - your five Ideal Employers Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

38. ?? SURVEY QUESTIONS © Universum Communications 38 POTENTIAL APPLICANTS’ RANKING AALTO UNIVERSITY SCHOOL OF ECONOMICS TOP 10 EMPLOYER RANKINGS Please select five employers from the list below for which you would most like to work - your five Ideal Employers. Have you or will you apply to these employers? Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

39. ?? SURVEY QUESTION © Universum Communications 39 IDEAL EMPLOYER RANKING TOTAL TOP 20 EMPLOYER RANKINGS Please select five employers from the list below for which you would most like to work - your five Ideal Employers Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

40. © Universum Communications 40 TOP FINDINGS EMPLOYER RANKINGS TOTAL EMPLOYER RANKINGS POTENTIAL APPLICANTS’ RANKING 1. KONE 2. S-ryhmä (SOK) 3. Stockmann 4. Nordea 5. OP-Pohjola-ryhmä HIGH ACHIEVERS’ RANKING 1. Finnair 2. Stockmann 3. KONE 3. Nokia 5. Fazer CONSIDERED EMPLOYER RANKING 1. Fazer 2. Finnair 3. Stockmann 4. Nokia 5. Nordea IDEAL EMPLOYER RANKING 1. Finnair 2. KONE 3. Fazer 4. Stockmann 5. Nokia 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

41. 1. METHODOLOGY & KEY FINDINGS 2. UNIVERSITY EXPERIENCE 3. STUDENTS’ CAREER & COMMUNICATION PREFERENCES 4. EMPLOYER RANKINGS STUDENTS’ EMPLOYER PREFERENCES 5.

42. © Universum Communications EMPLOYER REPUTATION & IMAGE The attributes of the employer as an organisation Attractive/exciting products and services Corporate Social Responsibility Environmental sustainability Ethical standards Fast-growing/entrepreneurial Financial strength Innovation Inspiring management Market success Prestige REMUNERATION & ADVANCEMENT OPPORTUNITIES The monetary compensation and other benefits, now and in the future Clear path for advancement Competitive base salary Competitive benefits Good reference for future career High future earnings Leadership opportunities Overtime pay/compensation Performance-related bonus Rapid promotion Sponsorship of future education JOB CHARACTERISTICS The contents and demands of the job, including the learning opportunities provided by the job Challenging work Client interaction Control over my number of working hours Flexible working conditions High level of responsibility Opportunities for international travel/relocation Professional training and development Secure employment Team oriented work Variety of assignments PEOPLE & CULTURE The social environment and attributes of the work place A creative and dynamic work environment A friendly work environment Acceptance towards minorities Enabling me to integrate personal interests in my schedule Interaction with international clients and colleagues Leaders who will support my development Recognizing performance (meritocracy) Recruiting only the best talent Respect for its people Support for gender equality 42 THE DRIVERS OF EMPLOYER ATTRACTIVENESS STUDENTS’ EMPLOYER PREFERENCES The framework is developed together with professor Paula Caligiuri, Director of the Center for HR Strategy at Rutgers University. Based on specific research within HR, as well as focus groups and general communication with both our clients and students. !

43. © Universum Communications THE DRIVERS OF EMPLOYER ATTRACTIVENESS STUDENTS’ EMPLOYER PREFERENCES 5 EMPLOYER REPUTATION & IMAGE REMUNERATION & ADVANCEMENT OPPORTUNITIES JOB CHARACTERISTICS PEOPLE & CULTURE 43

44. ?? SURVEY QUESTION © Universum Communications RELATIVE IMPORTANCE OF EACH DRIVER STUDENTS’ EMPLOYER PREFERENCES How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance 5 44 Aalto University School of Economics Total EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS PEOPLE & CULTURE REMUNERATION & ADVANCEMENT OPPORTUNITIES Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

45. ?? SURVEY QUESTION © Universum Communications EMPLOYER REPUTATION & IMAGE STUDENTS’ EMPLOYER PREFERENCES Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives 5 EMPLOYER REPUTATION & IMAGE 45 Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

46. ?? SURVEY QUESTION © Universum Communications JOB CHARACTERISTICS STUDENTS’ EMPLOYER PREFERENCES Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives JOB CHARACTERISTICS 46 Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

47. ?? SURVEY QUESTION © Universum Communications PEOPLE & CULTURE STUDENTS’ EMPLOYER PREFERENCES Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives 5 PEOPLE & CULTURE 47 Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

48. ?? SURVEY QUESTION © Universum Communications REMUNERATION & ADVANCEMENT OPPORTUNITIES STUDENTS’ EMPLOYER PREFERENCES Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives REMUNERATION & ADVANCEMENT OPPORTUNITIES 48 Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics

49. © Universum Communications TOP FINDINGS OVERALL MOST ATTRACTIVE ATTRIBUTES TOP 5 STUDENTS’ EMPLOYER PREFERENCES PLEASE NOTE: These tables show the attractiveness of each of the 40 attributes in relation to how important the students think its driver is. This analysis gives a summarised 360 degree view of what influences employer attractiveness. ! 49 AALTO UNIVERSITY SCHOOL OF ECONOMICS TOTAL 1.Competitive base salary (Remuneration & Advancement Opportunities) 2.Variety of assignments (Job Characteristics) 3.Good reference for future career (Remuneration & Advancement Opportunities) 4.High future earnings (Remuneration & Advancement Opportunities) 5.Respect for its people (People & Culture) 1.Variety of assignments (Job Characteristics) 2.Good reference for future career (Remuneration & Advancement Opportunities) 3.Opportunities for international travel/relocation (Job Characteristics) 4.Competitive base salary (Remuneration & Advancement Opportunities) 5.A creative and dynamic work environment (People & Culture) Universum Student Survey 2012 University Report Finnish Edition Business/Commerce Aalto University School of Economics